People Who Care(PWC)

Communication Strategy

Introduction of PWC

Established in 1980 Concerned about frail aged & people with

disabilities Operated by volunteers Services

TransportationGardening Leisure CentreOp ShopSocial Services

Current Situation

Increase in quality of healthcare Longer lifespan Increase in frail aged people

Increase in demand for community services Widening generation gap between young and

old Poor perception of volunteering among young

people

Background

People Who Care suffers from a lack of young volunteers

Low level of awareness of organisation among young people

0%

10%

20%

30%

40%

50%

Age 50-65 15- 25

Male

Female

Growing age gap between the old and young volunteers

Current age of volunteers

Objectives

Analyse current communication strategies

Create new communication strategies

Increase awareness of PWC among young people

Previous Communication Analysis

Volunteer program with schools

Flyers in schools and libraries

Corporate video

Website www.peoplewhocare.org.au

Effectiveness of Previous Communication Strategy Unable to capture the ‘hearts and minds’

of youth via school program Lack of awareness of PWC among youth Outdated corporate video Outdated website content

Perspective of the Youths

Reasons for lack of interest in volunteeringPerception

Commitment

Flexibility

Communication Gap

Perspective of the Youths

Need to use language of youth to attract & retain

Reduce monotonous volunteer work

Create recognition scheme to reward volunteers

Three Communication Strategies

Student Volunteer Program

Youth Volunteer Program

Corporate Communication

Student Volunteer Program (SVP)

SVP: Introduction

Flexible program designed for students

Works in collaboration with schools

Allows students to work in area of interest

SVP: Target Group

Year 9 – Year 11 14 – 16 year olds

Schools from around the Swan district will be first point of contactCurrently 5 schools already working with PWC

Students from Guildford Grammer helping out at the Leisure Centre in PWC.

SVP: Key Message

Portray volunteering as being meaningful and enjoyable

Showcase the flexibility of volunteeringActivities

Raise interest in volunteering

SVP : Induction Stage

Create partnership with schools Provide SVP package to schools Package includes:

Corporate VideoBrochures on PWC Information on all activitiesFrequently Asked Questions sheet Instructions to teachers

SVP : Induction Stage

Students directed to website for more information which containsForumLatest HappeningsPicture GalleryTestimonials

Important that teachers demonstrate enthusiasm

SVP : Execution Stage

Students are given brochures and a list of activities available

Students will be split into groups of interestLeisure CentreOp ShopCreative & AcademicLife Story project

SVP : Execution Stage

Gain ownership of PWC Wall Murals on parking lot wallsCreative paintings inside PWC

Create database of clients via Life Story project

Evaluation of programPersonal Letter writing

Proposed time-table for different activities

SVP : Proposed Timetable Guildford Grammar

Student Volunteers : 20

1:00pm

5:00pm

Grp 1:Cooking

Class

Grp 2:Wall

Mural

Grp 3:Op

Shop

Grp 4:Life

StoryProject

Refreshments

Briefing

Sample Volunteer Timetable

Student Volunteer Program

Schools

Schools

Schools

People Who Care

Op Shop

LeisureCentre

Creative Arts

AcademicMentoring

Life StoryProject

SVP : Recognition Stage

Certificate of participation for all studentsPresentation among peers to raise interest

Organise a party Invitation to parents and teachersTestimonials by students

Certification of appreciation for schools

Youth Volunteer Program (YVP)

YVP: Introduction

Program caters for young adults

Working in collaboration with tertiary institutes and social activity groups

Provides challenging projects

YVP: Target Group

Students fromUniversitiesTAFESocial Activity GroupsChurch GroupsYouths from 17 - 25

YVP: Key Message

Present tangible benefits of volunteeringCertification of work done at PWCNetworking with peers

Showcase flexibility of volunteeringVariety of Projects to choose fromWorks around volunteers schedule

YVP : Induction Stage

Create alliances with tertiary institutions

Contact social activity and church groups

Target other youths via mass media

YVP : Execution Stage

Allocate projects based on experience and interest

Provide short term projects, shorter commitment

Flexible time schedules Network with other youths to create

collaborative projects

YVP : Execution Stage

Tertiary Projects Chiropractic sessions Website maintenance Corporate communication Op Shop business management Newsletter editorial team

YVP : Execution Stage

General Projects Event management

SVP parties SVP co-ordination

Leisure Centre management Organise activities

Administrative work

YVP : Recognition Stage

Certification of appreciation and work endorsements via schools

Providing job referrals for future employment

Certificate of appreciation to tertiary institutes

Corporate Communication

Corporate Communication

Use of mass media such as radio and print Create a new youth-oriented corporate

video Create a youth section under PWC

website Revamp current newsletter

Radio and Print Media

High costs with radio ads and print media Use free ads with radio

Radio FremantleTwinCities

Press releases and invite media coverage of PWC events

Corporate Video

Select a youth spokesperson Similar age group to target audience Is an active volunteer

Create youth oriented corporate video for young people Use of animation and music Language of the youth Provide copies in DVD’s to schools for SVP

Corporate Website

Current website is not updated regularly Revamp website and create a youth section Bright colors and easy to navigate Tender out this to IT schools to use in YVP

program Regular content update and answering of

youth queries via email

Corporate Newsletter

Current newsletter can be revamped to provide paid advertorial space for advertisers

Tender out as YVP editorial project Receive and publish article from students Feature ideas – Volunteer of the Month

Conclusion

Corporate issues Communication Strategies

Recreating youth focus in PWC Student Volunteer Program Youth Volunteer Program Corporate Communication

Q & A

The End